Google Business Profile Best Practices for Self Storage SEO

Why Your Google Business Profile Is the MVP of Local SEO

If you own or operate a self storage facility, your Google Business Profile (GBP) is one of your most powerful marketing tools. When people search for storage near them, Google uses information from your GBP to decide whether to show your facility in the local 3-pack (the map results) or bury it beneath competitors.

Optimizing your profile isn’t just about “looking good”—it directly impacts your local search rankings, click-through rates, and even reservations. Let’s walk through the essential best practices that will help your storage facility stand out on Google.

Claim and Verify Your Profile

First, make sure you’ve claimed and verified your GBP listing. This gives you control over all the details that appear when someone searches for your facility.

✅ Go to google.com/business and follow the steps to claim your profile
✅ If you have multiple locations, each one needs its own verified listing

Use the Exact NAP (Name, Address, Phone)

Google values consistency. Your Name, Address, and Phone Number (NAP) should match exactly across your:

Website
GBP
Directory listings (Yelp, YellowPages, Bing, etc.)

We use Birdeye to manage NAP info across all web listings, and to quickly and easily make changes from one login.

Avoid adding keywords like “Best Storage in Bakersfield” to your business name unless they are part of your legal or DBA name. Google may suspend your profile for keyword stuffing

Select the Correct Categories

Your Primary Category should always be:

🏷️ Self-Storage Facility

You can also add relevant secondary categories, such as:

Moving and Storage Service
Storage Facility
RV Storage Facility (if applicable)

Do not use unrelated categories, or your ranking and visibility may suffer.

Add a Compelling Business Description

Your business description should:

Highlight what makes your facility unique
Mention key features like climate-controlled units, gated access, or 24/7 security
Include your city and state naturally in the copy

Example:

“Pinnacle Storage in Rogers, Arkansas offers clean, climate-controlled units with 24/7 security, perfect for homeowners, students, and businesses needing affordable storage.”

Upload High-Quality Photos Regularly

Photos help build trust and improve engagement. You should include:

Facility exterior
Unit interiors
Office or front desk area
Vehicle/RV parking (if offered)
Staff photos (optional, but great for trust)
Photos of Features such as Noke Locks, Gated Entry, Elevators, Security Cameras, Carts & Dollies, or Boxes & Supplies.

Try to upload new photos regularly to signal to Google that your business is active.

Post Regular Google Updates

Tenant's SEO Team posts monthly on Google Business Profiles.

Use the Posts feature to share:

Seasonal promotions (e.g., “First Month Free in September”)
Holiday hours, greetings, and promos
Facility upgrades (new cameras, climate system, etc.)
Local events or partnerships
Staff recognition

Posting once a month keeps your profile fresh and gives users more reasons to click.

Get and Respond to Reviews

Reviews are one of the most important local SEO ranking factors. We use Birdeye to automatically send review requests as soon as a rental is completed on our platform. In addition, you can:

Ask happy tenants to leave reviews, especially after a positive move-in experience
Include a review request in your move-in email or at the front desk
Always respond to reviews—both positive and negative

Pro tip: Use keywords naturally in your responses (e.g., “Thanks for choosing our self storage facility in Reno!”)

Keep Hours Accurate (Especially Holidays)

Google penalizes listings with inconsistent or incorrect hours.

✅ Set regular business hours
✅ Add special hours for holidays, weather closures, etc.
✅ Update ASAP if staffing or access changes

Keep It Going, Don’t Set It & Forget It

Managing your Google Business Profile isn’t a “one and done” task. Google favors listings that are kept up-to-date with fresh content, current hours, and regular engagement.

By investing a little time each month, your GBP can become one of your most powerful tools for improving search visibility, increasing traffic, and growing occupancy.

Need to Update Your Company Name or Address?

Google can reject business changes such as company name or address changes. To ensure that your company changes go through without being held up for weeks or months in the dreadfully slow process of GBP support, the best practice is to change your company name or location everywhere else first...that means Yelp, Facebook, Instagram, your websites, everywhere. That way, when checks to verify the change, they'll see that you made a serious effort to keep your NAP info consistent already.

Need help managing your GBP?
If you’d like our team to review or optimize your profile for you, just reach out! We specialize in digital marketing for self storage and are happy to help.